In 2021, my fascination with Google Discover began when I noticed it generating millions of clicks monthly for publishers. I never imagined how significant it would become.
As I scroll through my feed, it covers everything from soccer, television, Baltimore news, SEO, to global happenings. This variety underscores just how intuitively Discover knows users.
Remarkably, Discover isn’t confined to a single app. It shows up in Chrome’s new tabs, Google app, Android homescreens, on Google.com via mobile browsers, and elsewhere on Google platforms.
Given Discover’s pervasive presence, it’s imperative for us SEOs to leverage the opportunities it presents. Let me guide you on how to do just that.
To start, it’s essential to understand that Discover traffic isn’t suitable for every brand, similar to how search may not be the answer for all.
In Discover, timely content takes precedence. The most successful content is often from reputable sources, particularly major publishers, and is usually time-sensitive. Evergreen content is a rare sight.
Interestingly, sites I’ve collaborated with often draw more traffic from Discover compared to traditional search.
There’s an ongoing decline in Discover traffic due to the influx of social posts and AI summaries, which now occupy space in the Discover feed, pushing aside traditional articles.
Previously, crafting articles about viral social media topics was highly effective for attracting clicks. However, the landscape is shifting, prompting Google to experiment with tracking social platform traffic.
Nevertheless, quality and relevance in content continue to hold significant value. Regardless of technical optimization, content that resonates with user interests will always triumph over less relevant material.
Should your content miss the mark on Discover, assess whether it aligns with what Discover seeks to highlight. And in case of a traffic dip, critically examine your content before delving into technical issues.
Don’t be discouraged from optimizing for Discover. These strategies won’t impact traditional search negatively, and they might unexpectedly boost your Discover traffic, as I’ve observed non-publishers enjoy temporary spikes in clicks.
Dig deeper. How Google Discover qualifies, ranks, and filters content: Research
The three primary factors I scrutinize during new client audits are the Discover publisher profile, article images, and signals from the publisher and author. These form the basis of your optimization process.
Your publisher profile should reflect your website and social profiles accurately. Tools like Damian Tsuabaso’s app, albeit in Spanish, can help identify your profile page.
Discover profiles are linked to your entity’s Knowledge Graph ID and this is crucial for your representation as a publisher. Focus on whether your profile pages accurately portray your brand’s identity.
Incorporate your social media handles into your publisher’s profile. This linkage often requires patience, as manual updates are necessary.
Verify if you have the max-image-preview:large tag, which is vital for showcasing large images in article previews, a detail often overlooked in many CMSs.
Images, especially hero images, should be at least 1,200 pixels wide, aligning with Google’s recommendations for optimal display in Discover.
Ensure your Open Graph image tags are correctly configured and reflect high-quality images instead of logos, enhancing Discover visibility.
Prioritize author transparency by ensuring details such as author photos, bios, and social links are visible, underpinning credibility.
Maintain thorough publisher transparency by linking robust About Us and policy pages, as well as implementing structured data carefully.
Discover thrives on relevance, timely content, and authority. Optimization can’t substitute the necessity for high-quality, suitable content.
Remember, Discover is just the starting point. Uncover larger opportunities for your content through comprehensive audits.
Inspired by this post on Search Engine Land.
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